Using Firebase and Google Tag Manager with AppsFlyer—Overview

At a glance: About sending events reported via Firebase SDK to AppsFlyer using Google Tag Manager.


The AppsFlyer integration with Google Tag Manager (GTM) and Firebase allows the developer to send in-app events to Firebase using Firebase SDK, and to have the events sent to AppsFlyer via the SDK using Google Tag Manager. This avoids needing to send the same event twice.

Events sent using GTM are modeled on AppsFlyer in-app events. The event name, parameters, and structure are the same. If you already have GTM in your app, using it to send events to AppsFlyer is straightforward.

Use the steps and instructions in this guide to send events. 


  • Event source in raw data: Events generated by GTM have the source set to S2S in raw data reports. This can lead to some confusion as the events are reported by the SDK. 
  • Updating SKAdNetwork conversion value: Events generated by GTM and reported to the SDK as described in this guide cause the SDK to update the conversion value in a manner similar to regular SDK events. All that is required is that you turn on and set your SKAdNetwork measurement settings.


  • Currently, the Google Tag Manager integration doesn't support sending the following parameters to AppsFlyer: Note that:
    • When sending in-app event postbacks to SRNs, the att parameter is required.
    • When sending in-app event postbacks to Meta ads, the att and os parameters are required.


Before you can start sending events to AppsFlyer using GTM, you need to implement GTM SDK in your app. You need:

  1. You need a GTM account.

  2. You need to have the GTM + Firebase integration setup for your app (instructions for Android and iOS).

  3. Integrate the AppsFlyer SDK if you haven't done so.

Once everything is in place, proceed to GTM setup.